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Adult Swim to Begin at 9:00 p.m. Starting in 2011

posted on 2010-02-17 00:21 EST

Starting in January 2011, Cartoon Network's Adult Swim programming block will start at 9:00 p.m. instead of 10:00 p.m in the United States. In January 2009, the adult-animation segment had changed its start date from 11:00 p.m. to 10:00 p.m.

Stu Snyder, COO of Turner Animation, Young Adults & Kids Media, said the move will be a chance for the brand to further develop. "Let's be clear," Snyder said, "the choice to go to 9 p.m. is 100 percent a reflection on the success of Adult Swim as a brand."

According to Nielsen data, last year Cartoon Network's viewer average between 10:00 p.m. to 6:00 a.m. increased 9 percent from the year before to 1.1 million viewers. It also had the largest amount of viewers aged 18-34 for a cable station at 448,000, up 8 percent from the year before. Adult Swim carries a mix of programming from the United States, Japan, and elsewhere.

Adult Swim premiered the dubbed version of Fullmetal Alchemist: Brotherhood on Saturday. Adult Swim had hinted in January in an onscreen bumper on January 11 that "we think we bought three series [maybe]" after confirming that it will no longer air Death Note and Blood+.

Thanks to Starks for the news tip.

Source: Media Week


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